Fresh off the heels of their previous campaign that teased Dubai’s real estate scene with elegant minimalism, Richmind is back—and this time, they’re dialing it up. They're vocally declaring their next architectural marvel: Oystra, a Zaha Hadid Architects-designed development that labels itself as a living masterpiece. The new OOH billboard, viewed across Dubai, introduces the development as a design-led, futuristic icon—completely linking art, architecture, and aspirational lifestyle. It's an extension of Richmind's luxury narrative, but with so much more brash, sculptural pizzazz. In appearance, the billboard is a visual one-trick pony. The Oystra buildings' visuality, intricately sculpted into living, shell-like forms, is painted in golden-hour hues, spanning dark violet dusk and golden sunrise tones. The two-tone so shading reads as metaphor: day-and-night construction, form and fluidity, boldness and beauty. The double-beauty language is contributed by the tagline A Living Masterpiece in combination with Arabic translation, as well as by the implicit doubling of local luxury bilingual vocabulary. At its base, the billboard honors the project's legendary designer with Zaha Hadid Architects written as a discreet stamp of approval. Even the font type is calculated—modern, lean, confident. Geographically, the spot couldn't be more optimal. Situated on a prime Dubai road, this part enjoys high daily exposure in front of an audience likely to engage: high-net-worth locals, expats, investors, and tastemakers traveling through one of the UAE's busiest and visually most charged zones. The billboard's uncluttered design and broad span allow motorists to absorb the whole image in two seconds—a crucial advantage in a culture where distraction is high and architectural aspiration everywhere. Richmind’s campaign appeared on Dubai’s hoardings in the first week of May.
